Focus on exclusivity

On July 1, the Swiss branch of Internet marketer AdLINK starts operations

On July 1, the Swiss branch of Internet marketer AdLINK begins operationsBy Patrick Hediger The market positions within Swiss online advertising marketing are becoming increasingly fiercely contested. With AdLINK, another player is entering the arena. And with Martin Radelfinger, an industry expert will act as managing director.
AdLINK Internet Media AG, headquartered in Montabaur, Germany, is pursuing an aggressive course of European expansion. Listed on the Neuer Markt in Frankfurt since May 2000, the company's aim is to establish itself as a leading European marketer. The Swiss branch will be AdLINK's eleventh subsidiary, commencing operations on July 1. For Michael Kleindl, CEO of AdLINK Holding, Switzerland is an attractive market: "The country has the fifth highest Internet penetration in Europe and the highest per capita advertising volume in the world."
Martin Radelfinger has been appointed Managing Director of AdLINK Internet Media AG, a Swiss company based in Zurich. As one of the key figures in the establishment of Publigroupe subsidiary Real Media AG in the USA and as President
of the Internet Advertising Bureau (IAB) Switzerland and Member of the Board of IAB Europe, he has good knowledge of online advertising marketing.
Exclusive marketing also in Switzerland
In addition to Martin Radelfinger, the team at the Swiss subsidiary also includes Marco Stettler and Dominic Furlong. Marco Stettler will be responsible for Marketing and Product Development. He was previously Managing Director of the Publicitas company Swiss Press, among others. The new AdLINK team is expected to grow to 10 to 15 people by the end of the year.
In Europe, AdLINK specializes in the exclusive and partnership marketing of high-quality websites. The same is to apply to AdLINK Switzerland, although only a few websites have been marketed exclusively so far. Radelfinger does not yet want to name any exclusive customers in Switzerland, but by the end of the year there should be between eight and ten.
"With our full-service approach, we offer website operators efficient and professional organization of their sales," explains Radelfinger. "In this way, we are clearly distancing ourselves from the business model that has been customary in the Swiss market to date. The trend toward exclusive marketing of websites, having become established on a broad scale in Europe, is now clearly emerging in Switzerland as well."
Media and advertising agencies are important partners
AdLINK sees Switzerland above all as a market with great potential in terms of internationally operating companies, which it would like to win over for advertising placements in the European network. The strategic goal of all AdLINK national companies is to generate 40 percent of their total sales from international banner campaigns.
Media and advertising agencies are particularly important partners for AdLINK: 85 percent of business is generated via this distribution channel.

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